Stacking Growth | The B2B Marketing Podcast

Our CEO Megan Bowen was a guest on Charles Gaudet's Predictable Profits podcast to talk about the outdated funnel and how to market in the AI era. From Predictable Profits: "If you’re still trying to grow your business with traditional funnels and wondering why your capture, create, convert demand strategy isn’t working, you’re about to discover why those old-school tactics are completely dead. In this episode, I sit down with one of the very few people who actually gets it – Megan Bowen – and we dive deep into the evolution of buyer behavior from the analog buying era all the way through to where we are now in the AI era. We explore why 96% of the buying process now happens before prospects ever talk to your sales team, and Megan breaks down her game-changing framework that’s helping B2B companies completely rethink how they approach demand generation. Trust me, you’re going to want to have a pen and paper handy for this one because we’re going beyond the surface-level funnel nonsense that everyone else is teaching.My guest today is Megan Bowen, CEO of Refine Labs, and she’s someone I have tremendous respect for because she actually eats her own pudding. With over 20 years of experience building and scaling go-to-market teams across B2B industries – including companies that achieved IPOs and acquisitions – Megan co-founded Refine Labs in 2020 with a mission to completely change how B2B companies approach their go-to-market strategies. What I love about Megan is that her leadership philosophy isn’t some theoretical framework from a business book – it’s rooted in real-world experience as an individual contributor, people manager, and executive leader. She understands that without customers, you don’t have a business, and she’s laser-focused on creating the conditions for long-term relationships and meaningful results.KEY TAKEAWAYS:Volume-based funnel marketing fails because high-intent leads convert at 25% while low-intent leads convert at less than 1%Use “split the funnel analysis” to show the dramatic difference between lead quality and stop wasting budget on low-intent leadsBy 2030, nearly 100% of buying decisions happen before sales calls, making self-service information criticalPut pricing, social proof, and competitive advantages directly on your website to eliminate buyer frictionBrand marketing gets you into buyers’ “day one consideration set” before they start searching for solutionsDark social is the invisible 6-12 month buying cycle where prospects research before visiting your websiteCreate content that actually solves buyer problems rather than just promoting your servicesTalk to your customers regularly to understand their evolving needs and grow beyond seven figures Growing your business is hard, but it doesn’t have to be. In this podcast, we will be discussing top level strategies for both growing and expanding your business beyond seven figures.The show will feature a mix of pure content and expert interviews to present key concepts and fundamental topics in a variety of different formats. We believe that this format will enable our listeners to learn the most from the show, implement more in their businesses, and get real value out of the podcast. Enjoy the show.Please remember to rate, review and subscribe to the podcast so you don’t miss any future episodes. Your support and reviews are important and help us to grow and improve the show."

Gianna Scorsone, CEO of ChampionHQ and a customer marketing expert, joins Megan Bowen to dissect the Brand, Demand, Expand strategy. They highlight the importance of blending brand strength with customer advocacy to bolster demand generation, especially in today's AI-driven market. The duo emphasizes financial backing for brand and expansion initiatives, while also discussing how strategic alignment between sales and marketing can supercharge customer retention and growth. Expect insights on practical budgeting and innovative approaches to enhance relationships with existing clients.

Join Liam Moroney, CEO of Storybook Marketing, as he shares his rich journey in brand storytelling and marketing. He emphasizes the shift from a 'growth at all costs' mentality to a sustainable brand-centric approach. Liam discusses the challenges B2B marketers face, particularly in tech, when convincing stakeholders of storytelling's value. He highlights how understanding human behavior enhances brand connection and memory, advocating for authenticity and resilience in brand narratives. Prepare to rethink marketing strategies with his insightful advice!

Dale Harrison, a marketing ROI expert, joins host Matt Sciannella to reshape how marketing investments are evaluated. They discuss the pitfalls of traditional ROI metrics and emphasize the significance of time lags in B2B sales cycles. Dale shares how past marketing efforts can have long-term impacts, reshaping the narrative that brand marketing takes ages to deliver results. He also explores the complexities of customer acquisition costs in SaaS businesses and promotes a more nuanced understanding of marketing contributions to revenue.

Dale Harrison, a speaker known for his insights on Brand and Performance marketing, joins Matt Sciannella to break down how to accurately calculate Marketing ROI. They explore the flaws in traditional ROI calculations, especially in B2B, where lengthy sales cycles complicate revenue recognition. Dale emphasizes the importance of understanding the timing of investments versus returns, and challenges misconceptions about brand marketing's impact. The conversation highlights how historical efforts can influence future ROI, offering a fresh perspective on measurable marketing success.

Dale Harrison, an expert in brand and performance marketing, joins Matt Sciannella to dissect the shortcomings of traditional marketing ROI metrics. They emphasize that focusing solely on revenue can misrepresent marketing effectiveness, advocating for gross and contribution margins instead. The conversation also critiques marketing methods from major platforms, highlighting the value of brand marketing over short-term performance tactics. Their insights push for a better understanding of marketing's role in enhancing long-term business value.

Matt Sciannella, Kyle Taylor, and Aaron Weekes, all marketing experts specializing in paid media strategies, dive into the world of Connected TV (CTV) advertising. They discuss how CTV enhances audience reach and engagement, emphasizing its non-skippable ads. The trio shares insights on budget allocation, common creative challenges, and measurement techniques. They also explore leveraging LinkedIn for cost-effective targeting, the importance of clear messaging over creativity, and the vital metrics to track for successful CTV campaigns.

From Dreamdata: "Things have changed over the last five years… and these are the core pillars you need to think about if you want to be successful as a company.Amidst intense budget scrutiny, disruptive AI, and failing lead-generation tactics, B2B marketers must overhaul their strategies to survive and grow by shifting focus from capturing existing demand to strategically creating it for the future.Speaking on a recent Attributed Podcast, Megan Bowen, CEO of Refine Labs, broke down the strategy that she believes is now essential for survival and growth.She argues that the "growth at all costs" era is definitively over, and in its place is a more sustainable, holistic go-to-market motion she calls the 'Brand. Demand. Expand.' framework. She explains the specifics of each pillar, including the key metric that makes brand performance measurable, a proven formula for reallocating ad spend, and strategies for turning existing customers into your best growth lever."

In this insightful discussion, marketing expert Dale Harrison tackles common objections against brand marketing, especially those from CFOs. He emphasizes the importance of establishing brand presence before product launches to boost recognition and conversion rates. Dale dives into how different online advertising platforms serve brand strategies, revealing Reddit's unique advantages over LinkedIn. He also debunks the myth that B2B buyers are solely rational, highlighting the critical role of brand marketing in influencing decision-making, especially in niche markets.

In this enlightening discussion, Dale Harrison, a renowned speaker at Refine Labs with expertise in brand and performance marketing, delves into the complexities of measuring ROI in brand marketing. He tackles common misconceptions, emphasizing the importance of showcasing long-term value. Dale critiques the limitations of ROI as a sole metric and offers insights into lift analysis as a vital tool. He also reveals how real-time data can effectively link ad spending to consumer behavior, challenging traditional perceptions of brand marketing's measurability.